In response to changing consumer trends and a constantly evolving market, the Snack Food Association (SFA) plans to go beyond the snack aisle and reach out beyond its core membership base to attract new members who serve the broader snacking occasion.

The change is part of an overall effort to “rebrand” the association.

“We need to expand the umbrella and bring in those new entries into the portable snack industry and make them feel welcome as part of our association,” said Tom Dempsey, president and chief executive officer of the SFA.

Specifically, the SFA wants to attract not only companies that manufacture potato chips, pretzels, tortilla chips, cheese curls, popcorn, pork rinds and other conventional snacks, but also those businesses that produce more healthful alternatives.

“We also want to acknowledge and assist the new incubator companies that have an idea, a plan or a product for the snacking market but need more information or need sourcing to be successful,” Dempsey said.

He added that many SFA members are actively responding to a changing market by providing consumers with more options that may contain less salt, more protein, ancient grains and other perceived better-for-you ingredients.

“Our existing members are giving consumers a choice,” he said.